Assisting the development of an organic vegetable value chain

HANOI – For one of its public sector clients, Fresh Studio assisted in the development of an organic vegetable value chain.

The client had already developed several organic vegetable farming groups, which were certified using the IFOAM acknowledged PGS certification system.

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Fresh Studio worked with the client to develop a distribution and marketing system for their organic vegetables. The main challenge was to gain the trust of Hanoi consumers, as marketing research revealed that 81% of modern supermarket shoppers in Hanoi distrust any food safety claims.

To win this trust, a Triple A marketing campaign approach was developed and implemented (Attention-Attraction-Adoption). Marketing materials developed for this triple A approach enabled Hanoi consumers to understand what organic vegetables are, how the certification system works, who the farmers are, and where and how the vegetables are produced. Through in-store campaigns in Hanoi supermarkets, thousands of consumers were reached, with very good sales as a result.

Organic market for Vietnam

HANOI – Sigrid Wertheim-Heck of Fresh Studio discusses a new organic vegetable initiative in Northern Vietnam, which marketed its first product in Hanoi at the end of May.

Please can you give us some background information to your organic production and marketing efforts in northern Vietnam?

Sigrid: The ADDA VNFU Organic Project in Northern Vietnam, initiated by the Danish NGO ADDA, has been operational since 2004. The activities were at first mainly focused on training farmers in organic cultivation methods. Although these activities delivered some nice organic supply initiatives, the actual organic supply chain remained limited to direct home delivery sales on a very small scale.

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Source: AsiaFruit Magazine

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